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FIELD MARKETING TO ADAPT
CUSTOM PAGE FOR PERSONALIZATION
A 5-point guide to enable full lead lifecycle management with Microsoft Dynamics 365 and Adobe Marketo Engage
Rethink marketing automation
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Customers today expect targeted messaging and personalized communications, relevant to their needs. In an effort to provide more responsive customer care, organizations are rethinking traditional lead acquisition techniques like batch and blast email campaigns. Meanwhile, marketing teams are hampered by resource constraints and an ever-growing demand for campaign execution, customer insights and expectations around high-quality lead acquisition. Microsoft Dynamics 365 and Marketo offer a best-in-class solution for end-to-end lead lifecycle management (or how to manage leads as they move through systems and stages of the sales funnel).
However, integrating these systems successfully takes more than tools and technology alone. Read on to discover Avanade’s five-point approach to full lead lifecycle management with Dynamics 365 and Marketo.
Increase lead quality and streamline hand-off between Marketing and Sales
5-point guide to enable full lead lifecycle management
Organizations often miss opportunities because leads are not properly handed off between Marketing and Sales.
One department might keep their top accounts in a shared spreadsheet, while others are flagged in CRM. Leads collected at conferences and virtual events might be passed around in email and lost on someone’s hard drive. This creates risk for the organization in the handling of GDPR and client privacy, and data security.
To avoid those scenarios, it’s important to clearly define Marketo as your lead management platform and Dynamics 365 as your source of truth for contacts, accounts and opportunities. All campaign activities should funnel leads through Marketo so they can be tracked, scored and flagged as MQLs. Sync these leads with CRM using either the native sync provided by Marketo and Microsoft, or by using a middleware solution to build a custom sync, sending only the data you’re most interested in.
Avanade’s Integrated Sales and Marketing Funnel
Tip: Don’t underestimate the need for change management. It’s important to have well-documented processes for Marketing and Sales to shepherd leads correctly. When not adhered to, the system is likely to break down and leads will be lost. An agreed-upon SLA between both Marketing and Sales is key.
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5-point guide to enable full lead lifecycle management
#1. Break down data silos: Go all in with Marketo and Dynamics 365
©2019 Avanade Inc. All Rights Reserved. <Confidential> 1
Sales Assignment(SAL Conversion)
Opportunities(Sales Qualified Leads)
Marketing Qualified
Leads
Sales Accepted
Leads
Avanade’s Integrated Sales and Marketing Funnel
Close/Won
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Awareness Engagement MQLs SALs Pipeline Generated
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A closed-loop process will prevent leads from falling out at any stage.Leads will be recycled back to an appropriate nurture process.
Marketo comes with powerful lead scoring capabilities to identify people’s interest in your business.
Behavioral and demographic attributes are scored and flagged as Marketing Qualified Leads when the score reaches a defined threshold. Those leads can then be automatically synced to Dynamics 365 for Sales to pick up and turn into Opportunities.
However, it takes a lot of work to get your lead score model exactly right, and the last thing you want to do is barrage Sales with low-quality leads. The Sales team shouldn’t have to pick up the phone unless there’s a strong likelihood of closing a sale.
This can be alleviated using Alerts in Marketo. Alerts allow you to configure email messages that are triggered when certain events take place. In this case, when a lead meets the success criteria, an email, with all the most important insights and “interesting moments,” is sent to an individual who is best equipped to decide if the lead is, in fact, qualified.
At that point the lead can be sent on to Dynamics 365 and assigned to the appropriate Sales Executive - or inside sales rep - via a link in the email. Conversely, the lead can be sent back to Marketo for further nurturing.
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5-point guide to enable full lead lifecycle management
#2. Set up a lead score model to qualify leads
Name: Jane DoeCompany: Jane Doe CompanyPhone:State, Country: Washington, USAJob Title: DirectorIndustry: RetailRelationship: Potential Customer Recent Inquiry/Request:2021-02-24 11:15: Jane Doe Company is interested in upgrading service. Referral URL: www.janedoecompany.com/servicesMarketo Program Attribution: Website Contact Us Inquiry Lead Score: 20 (Behavioral: Demographic: 0)Most recent activity (Interesting Moment):2021-02-22 9:15: Registered for webinar on www.janedoecompany.com/servicewebinar
Click on the link below to access the lead record in CRM:Jane DoeStatus Reason: Open
Once a lead has been qualified and synced from Marketo to Dynamics 365, send another Alert to the assigned Sales Executive.
This alert contains all the information the exec needs to assess lead quality, plan the next best action and gather insights to fuel the conversation when they make contact.
In addition, the sales Alert message should emphasize the next action Sales should take, whether that’s to accept, reject or recycle the lead. In some cases, it’s helpful to set up custom workflows in Dynamics 365 and interface elements to guide the salesperson in this process. We recommend designing this so:
• Accepting the lead will transfer ownership of the lead to Sales • Qualifying the lead will turn it into an Opportunity• Rejecting the lead will flag the lead for deletion • Recycling the lead will send the lead back to Marketo for further nurturing
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5-point guide to enable full lead lifecycle management
#3. Reduce seller effort to turn Leads into Opportunities using Alerts
Acquire Evaluate (Human / AI) Assign
AlertAcceptQualify
Deliver high-value, fully-vetted leads to sales, and recycle leads that need
further nurturing
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5-point guide to enable full lead lifecycle management
#4. Provide the ability to sync marketing leads to Dynamics 365 when a contact already existsMany organizations cross-sell and up-sell products and services to existing accounts/contacts.
However, when new leads are identified in those accounts, Marketo will be unable to sync those leads to Dynamics 365 when that lead is an existing contact. To solve for this, we’ve built a custom process that generates a lead as a child of the parent Contact. This allows for all insights about the new lead to be tied to the parent Contact, surfacing interesting moments on the existing Contact record with insights into their recent engagement.
Many organizations today are trying to achieve the holy grail of the 360-degree customer profile.
The idea is that if you can aggregate all your most important customer data onto individual profiles, this will give Sales and Marketing the information they need to create the most effective campaigns and sales journeys for their customers. When it comes to Marketo and Dynamics 365, this is a great opportunity to use Microsoft Power BI and/or a Customer Data Platform (CDP) to pull data from Marketo and Dynamics 365 to create a view of the full customer journey and profile.
At Avanade, we provide Power BI dashboards to our customers that pull interesting moments from Marketo and roll them up at the account and customer level to show a view of how our campaigns are fueling pipeline, and who the most active accounts may be. Likewise, Interesting Moments can be inserted on Lead and Contact records to provide additional context.
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5-point guide to enable full lead lifecycle management
#5. Deliver customer journey lifecycle insights to Sales from Marketo and Dynamics 365
5-point guide to enable full lead lifecycle management
Helping you modernize your customer engagement foundation
SPECIALIZED Adobe Analy ticsSPECIALIZED Adobe CampaignSPECIALIZED Adobe Experience ManagerSPECIALIZED Marketo Engage
Avanade can help your marketing and sales teams evolve their management of the entire customer lifecycle from acquisition to loyalty through our deep digital strategy and best-of-breed technology partnerships.
We help brands unlock insights with advanced analytics and integrated marketing automation to increase revenue, convert sales and leads faster, and operate more efficiently. Read our case study to learn how the solution helped us drive a 66% conversion rate while reducing end-to-end manual processes and content loading by 53%.
Our global blended teams of digital strategists, experience designers and technologists offer enterprise-grade expertise to modernize your customer engagement foundation now while preparing for the future.
• Leader in the 2020 Gartner Magic Quadrant for CRM and Customer Experience Implementation Services (with Accenture)• Leader in the 2019 Forrester Wave for Microsoft Dynamics 365 Implementation Services• 2020 Microsoft SI Partner of the Year Award for the 15th time, more than any other partner• Adobe 2020 Global Digital Experience Partner of the Year (with Accenture)
Modernize your customer engagement foundation fast. Our Digital Experience Foundation Accelerator can help.
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About Avanade
Avanade is the leading provider of innovative digital and cloud services, business solutions and design-led experiences on the Microsoft ecosystem. With 39,000 professionals in 25 countries, we are the power behind the Accenture Microsoft Business Group, helping companies to engage customers, empower employees, optimize operations and transform products, leveraging the Microsoft platform. Majority owned by Accenture, Avanade was founded in 2000 by Accenture LLP and Microsoft Corporation. Learn more at www.avanade.com.
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5-point guide to enable full lead lifecycle management
